Craig Carbonneau, Professor Anstey, MKT 270 Professional SellingArticle by: Bud Bilanich, April 14, 2011

11/7/11

6 KEYS TO CONVERSATION AND CAREER SUCCESS

KEY POINTS

• The article explores the importance of sales calls and how to come away with a sale• Become an excellent

conversationalist by listening more than speaking. • Pay attention to

what other people say; respond appropriately

SIX KEY CONVERSATION STEPS1. Acknowledge the other person

as an equal2. Stay curious about the other

person3. Recognize that we need each

other’s help to become better listeners

4. Slow down to have time to think and reflect

5. Remember that conversation is the natural way for humans to think together

6. Expect it to be messy

RELATED INFORMATION

• “Active listening is as important when conversing over the phone as when conversing in person” (Castleberry Tanner, 116)

• Bilanich writes that “by listening, I got a very good understanding of his life problems and concerns” (Bealnich 1).

• By asking questions, one can listen to answers.

• By listening to answers one can formulate a way to fulfill the buyer’s needs.

• Showing appreciation is important as well.

• By acknowledging that you and the other person are equals, a caller can talk with the other person as opposed to talking to the other person.

• SPIN® implements listening as well by asking questions.

• Situation questions followed by problem questions, implication questions, and need payoff questions are used when “successful salespeople go through a logical needs identification sequence” (Castleberry Tanner 1)

RELATED INFORMATION (CONT.)

• During sales calls it is important to set a follow up call.

• Cultivating for future calls, especially after a commitment has already been made, builds trust within the buyer-seller relationship.

• According to Bilanich it is important to “set a follow up date to move forward with a consulting project” (Bilanich 1).

• “Messy” conversation is described by Bilanich as an important conversation step.

• Assessing reactions can sometimes be messy.

• “If a prospect does not develop enthusiasm for the product, the salesperson will need to make some changes” (Castleberry, Tanner 1).

• In doing so, a caller can once again use active listening to clean up a messy sales call and come out with something positive.

VISUAL

http://www.budbilanich.com/category/career-success-coach/

LEARNING OUTCOME

By reading this article and relating it to the book I have learned the following:• An effective use of SPIN® can probe needs from a potential

buyer• In gaining the needs and desires of a buyer, the caller can

further work to deliver these needs.• Listening after the question is asked is extremely important.

So much can be uncovered if one actively listens.• When going into a sales call the caller must realize that the

other person is a regular male or female and that talking to this person is a natural way to gather information from him or her and use it to gain an advantage on competitors.

REFERENCES

Bilanich, B. (2012). Articles in the career success coach category [Web log message]. Retrieved from http://www.budbilanich.com/category/career-success-coach/

Bilanich, B. (2011, April 14). 6 keys to conversation and career success. Success Common Sense, Retrieved from Lexis-Nexis ®

Castleberry, S., Tanner, J., Jr.. (2012). Selling: Building partnerships. McGraw-Hill/Irwin.